Advertising campaigns
The advertising campaign was developed at North Castle Partners in Greenwich, Connecticut, by Tom Leland and Roger Martensen, under the creative direction of Hal Rosen. The "Snap into a Slim Jim!" concept was originally intended for comedian Sam Kinison, but his legal team didn't permit it.[14] Hal Rosen then suggested using WWF (now WWE) wrestlers, and The Ultimate Warrior was selected for the kickoff spot. In addition to a TV spot, The Ultimate Warrior also recorded several radio commercials for Slim Jim in 1991.[15] From 1993 to 2000, advertising for the product heavily featured professional wrestler "Macho Man" Randy Savage, who served as spokesperson. Each commercial would close with Savage bellowing "Need a little excitement? Snap into a Slim Jim!". The campaign not only boosted overall sales but also raised Slim Jim’s profile among teenage male consumers, a demographic that remains at the heart of its following to this day.[15] Other notable commercials have included rapper Vanilla Ice and wrestlers Bam Bam Bigelow, Kevin Nash, Edge and recently Bianca Belair, LA Knight and Jey Uso.[16] In June 2025, WWE and Slim Jim announced a multi-year partnership extension which includes Slim Jim being the center ring sponsor of Raw and the Slim Jim branding being featured on all folding tables across all WWE tentpole programming.[17]
A subsequent campaign featured Slim Jim Guy (played by actor Demetri Goritsas[18]), a human personification of a Slim Jim who would wreak havoc on the digestive system of anyone who ate it and used the slogan "Eat me!" These ads personified the irreverent personality of the brand and were also from North Castle Partners. He also appears as unlockable character in the video game Dave Mirra's Freeestyle BMX 2.
Slim Jim advertisements were also heavily featured on MTV, ESPN, and WCW. Slim Jim was one of the earliest sponsors of the ASA Pro Tour (the aggressive inline skating tour) from 1997 to 2000.[19] The ASA Pro Tour was a qualifier for ESPN's X Games.
In 2005, Slim Jim advertising featured the Fairy Snapmother, described in a Conagra press release as "a character resembling a tattooed rocker with wings – and a familiar MTV-type of humor young males enjoy."[20]
Another campaign depicted hunters hunting a fictitious "Snapalope" within convenience stores using urban camouflage. The Snapalope is a deer-like puppet made from Slim Jims.
In 2008, Slim Jim launched the website "SpicySide.com", encouraging consumers to get in touch with their "Spicy Side" by creating an avatar and fighting their friends in an online landscape called Spicy Town. Slim Jim also partnered with a well known Machinima artist Myndflame to develop a World of Warcraft parody.
As of 2012, the company uses social media as a method of advertisement, using internet humour and memes to gain popularity online, creating an unofficial slogan of “Long Boi Gang” (referring to the snack itself). The Slim Jim account frequently comments on popular Instagram meme pages, and has gained a fair amount of popularity through this alone.
Slim Jim sponsored Bobby Labonte and David Green when they won the NASCAR Busch Series championship in 1991 and 1994, respectively.
